DESIGNER’S PROFILE : YOGENDRA SETHI

A CONCEPT IN JEWELRY

Artists are nature’s recipe; be it a painting on a canvas or adding life to the jewelry. Yogendra Sethi has complimented the jewelry trade with the unique creativity.

Born in a well-reputed business family of Indore, nestled in the fertile lands of Malwas in Central India, Yogendra Sethi had the making of an impressionist in his early days. Flair for Art was handed over in legacy. Playing a connoisseur was more of a tradition than a virtue. His academic career is a unique amalgam of arts and commerce. His endeavors in field of Fine Arts earned him a degree of MFA from the Indore School of Fine Arts, whose portals have seen the like of M.F.Hussain. Keen to add a shade of contemporary west to his occidental self, Yogendra took another leap by graduating as an MBA from Berkeley, California in 1975.

The colors of nature transformed into Yogendra eyes, gave him an unbelievable vision to understand and enjoy the beauty of colors in Gemstones while starting his business career in 1976 in Jaipur.  He started imagining the concept of antiquity in the modern times. The magnificent jewelry took a contemporary turn and got a brand recognition:YS18, in India. Subsequently he designed jewelry for Manak Jewels, San Francisco. His jewelry designed with Natural Fancy Color Diamonds is interplay of colors. When asked to deliver form and substance to his vision, Yogendra sitting on motley of colors responds, “No one color is good or bad or liked or disliked. Life is a rainbow, the more color you infuse the more you enjoy it. What is imperative is how every subsequent effort transcends the other.”

Yogendra seems to assuage the hardness of diamonds with his subtle exploits on the canvas, depicting the exhibits of nature. He endeavors to embellish his Jewelry pendants and rings with his outdoor landscapes portraying mountains, cliffs and valleys.  His floral concepts draw inspiration from nature. His design includes geometrical forms, subtle and straight. Indifferently Rose cut and Old mine diamonds have been used to bring out contemporary look for antiquities. His deformation of Antiques brings out a new contemporary expression. His expertise with gems allowed him to master unusual prismatic forms, in his paintings. All along YS has been an avid evangelist of the evolution of artistic expression in jewelry.

With a palette of natural fancy color diamonds and 18kt white, yellow and pink gold as a base, every piece is an artwork in itself. Each ornament is intricately designed and handcrafted by in-house team of ardent stylists and Craftsmen. While foreseeing the designs for future, he endeavors to embellish his jewelry combining all the varieties of Diamonds available on earth.

Yogendra stands tall as an Artist, a designer, a jeweler, gemstone dealer, collector of Natural Fancy Color Diamonds, Lover of Antique diamonds, a dexter salesperson and above all cheerful Businessman. He is the most versatile buyer of fancy diamonds, adept in dealing with several varieties at any given time.”